How value-focused copy in a headline affects conversion rate in a Facebook ad Experiment ID: #7544


FamilyLife® has been committed to helping individuals find biblical help for their marriage and family relationships. Through the Weekend to Remember® marriage getaways, FamilyLife Today® radio broadcasts, The Art of Marriage® video event, and the many other resources and content, God has used FamilyLife to restore hope for millions of couples and transform their lives.

Experiment Summary

Timeframe: 9/27/2017 - 10/2/2017

FamilyLife launched a new online course and was promoting the offer through a paid Facebook campaign. They wanted to see whether adding value proposition-focused copy to the headline would increase conversion rate. All other elements of the ads remained the same.

Research Question

Does value proposition copy in the headline of a Facebook ad affect conversion rate?


C: Learn More
T1: Strengthen Your Marriage and Recommit to


Treatment Name Conv. Rate Relative Difference Confidence
C: Learn More 0.26%
T1: Strengthen Your Marriage and Recommit to 0.47% 79.4% 100.0%

This experiment has a required sample size of 6,566 in order to be valid. Since the experiment had a total sample size of 99,845, and the level of confidence is above 95% the experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    0% increase in traffic
× 79.4% increase in conversion rate
× 0% increase in average gift

Key Learnings

The headline that clearly articulated the value of the offer to the audience increased conversion rate by 79%. This is directly correlated to the heightened perceived value of the offer by stating the benefits to the person’s marriage as a result of the online course. It also increased clarity on what the online course would cover.

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Experiment Documented by...

Allison Jones

Allison is an Optimization Associate at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.